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Event Tracking 101
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Event Tracking 101

Posted by
Taufiq G
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Product Management
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This is a summary of the Event Tracking 101 lecture by Akbar Maulana (AI PM)
This is an MVP (Minimum Viable Post, which may still be update-able in the future)
 
If you have an app
How do you know how the user interacts with your app?
And how do you increase their experiences without guesswork?
Tracking…

Your stakeholder when you track the wrong thing (be like)

Tenor
Tenor
Event tracking means tracking what the user does in the app
it can be used to increase user experience and release new features.

Related to OKRs

After we define the key result, there will be initiative
or a task that needs to drive the progress
Sometimes new features need to be developed
but… we need to know whether the features are worth implementing
A hypothesis is needed to ask whether a feature will be released or not so the event tracking will help a lot to make a quick decision based on data that is tracked from the user. (answering those questions)
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Event tracking test hypothesis about the user journey
user has signed up
user has viewed a banner
user has clicked the x button
These are the kind of events that tracked in the app
Everything you do or click (tap) in an app can be tracked…

How to decide what to track?

To track the right things we need to define the hypothesis based on the user journey
While making sure it’s aligned with the team and company-level OKRs
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Company OKRs ➡ Team OKRs ➡ User Journeys ➡ Hypothesis
  1. Make sure to ask hypotheses about the user journey
  1. Make sure these hypotheses add up to the OKRs progress
The event tracking will answer those questions and provide data to make a decision

Some of The Tracking Tools

or analytics tools for the product

Tracking Can Be Messy

Some common problems that make the data become a mess and when it happen
  • Lack of Shared Language (same event but with a different name that is not documented)
  • Slow Transfer of Knowledge
  • Lack of Trust
  • Inability to Act on Data Quickly
 
How do we prevent the data from becoming a mess?

The Tracking Dictionary

unifying everyone with the same language through documentation
The structure will be
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The Tracking Dictionary
  1. Screenshot
  1. Triggers When
  1. Event Name
  1. Properties to Track
  1. Value
  1. Type
  1. Description

Type of Events

  1. Success The end result of the journey or when the action is completed successfully (e.g. payment success)
  1. Intent The process of the user journey from start to the end journey or success event (e.g. login-choosing payment method-click pay)
  1. Failure The uncompleted journey that prevents a user from finishing the event or from success
    1. Explicit intentionally not finishing the event or just disappearing from the journey (e.g. closing the app)
    2. Implicit intended experiences that go wrong (e.g. scanning QR code but it says error)

Principle to Design Event Tracking

Principle to design event
  1. Have an analytical mind (hypothesis)
  1. Not too specific but not too broad
  1. Visual communication (screenshot)
  1. 1 single documentation (same language)